VideoNuze Posts

After a period of relative consistency, connected TV’s share of ad impressions has varied widely in recent months, according to Extreme Reach’s Video Benchmarks Report for Q1 ’20 and through May 11th. CTV ad impression share stayed in a tight range from 47%-51% for each quarter of 2019. But in January they dropped to 41%, in February to 35%, in March to 36% and in the first two weeks of April to 29%. However, in the period from April 15 to May 11, they rebounded to 42%.

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NBCUniversal used its One Industry Update livestream to emphasize that improving the viewer and advertiser experience remains a top priority. Laura Molen, President, Advertising Sales and Partnerships, said “this moment has only accelerated our efforts to make the ad experience more engaging for consumers and more effective for advertisers.” She continued, “I know we talk a lot about commercial time - and we’re still committed to bring that number way down.”

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I’m pleased to present the 513th edition of the VideoNuze podcast, with my weekly partner Colin Dixon of nScreenMedia. We hope all of our listeners are staying safe as we continue to weather the pandemic.

Stay-at-home guidelines continue to drive both SVOD and ad-supported viewing, and on this week’s podcast we discuss new research from Hub Entertainment Research detailing both (more here and here). Overall Hub found that the average number of TV services per viewer rose to 4.8 in April, 2020, from 3 services 2 years ago.

While Netflix remains by far the most popular SVOD service, Amazon, Disney+ and Hulu have all gained. We dig into more of the numbers as well as other research released in the past week that paints a fuller picture of how viewership has changed in the past couple of months.

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Comcast shared a few data points that echoed other recent research, revealing that TV and streaming are up during the pandemic, and also that daily viewing patterns are blurring. Comcast said that since early March, daily viewership is up over 8 hours per week per household, or 14%, from approximately 57 hours per week per household to 66 hours per week per household.

Distribution of viewership has also changed. Comcast noted that whereas weekends are typically more popular days to watch TV, viewing has shifted to weekdays. In the past couple of weeks Monday viewing has surpassed Saturday viewing.

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Roku has launched OneView Ad Platform, a demand side platform (DSP), enabling ad buyers with a set of self-serve tools to create and manage campaigns across screens and ad formats. The move positions Roku to further increase the value of viewing data from its 40 million active accounts to help ad buyers allocate their TV, OTT and digital spending more effectively. As Dan Robbins, VP of Ad Marketing and Partner Solutions told me in a briefing “OneView Ad Platform is informed by TV but built to be omnichannel.” Launch partners include Drizly, Experian, Intuit TurboTax, Lexus and others.

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Streaming viewing hours were up 57% in Q1 ’20 vs. a year earlier, with on-demand consumption up 79% and live up 19%, according to Conviva’s State of Streaming first quarter 2020 report. On-demand consumption accounted for 72% of viewing time in Q1 ’20 vs. 63% in the prior year. The quarter included a spike in streaming for the Super Bowl and college football. The shift to on-demand consumption is likely to accelerate in Q2, as live sports remains suspended.

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